Magali Florens: can the media safeguard democracy in 2025?

We began by discussing Florens’ leadership at UDECAM, an organisation representing 33 agencies that manage over €9 billion in billings. Florens described UDECAM’s pivotal role as an intermediary between advertisers, media outlets, and agencies.

“Our mission is to champion agencies' interests while fostering industry-wide collaboration,” she explained.

Under her leadership, UDECAM has prioritised initiatives to promote sustainability, support local journalism, and drive innovation. Florens emphasised the importance of collaboration:

“By 2025, agencies must not only adapt to change but actively shape it by building bridges between traditional and digital platforms. UDECAM is committed to ensuring that the value of media agencies and their contributions to democracy, sustainability, and innovation are recognised and supported.”

Democracy and the press: a call to action

Florens expressed her pride in the Colloque 'Démocratie, Information & Publicité', held at the Sorbonne in April 2024. Organised by UDECAM and ACMP, the event brought together media leaders, academics, and stakeholders to address one of the most pressing issues in the French media landscape: the future of democracy and the press.

Note: While Magali Florens referenced this colloquium during our interview, I wanted to delve deeper into this topic because France is quite unique in its support for media, with initiatives driven directly by the president.

This event featured prominent voices who highlighted the challenges and opportunities for democracy and the press. As Gautier Piquet (Publicis Media Group) and Thomas Jamet (IPG Mediabrands) explained, digital platforms now absorb 80% of global advertising revenue growth, causing a 70% decline in press advertising revenue over the past decade. 

“This shift jeopardises traditional media’s capacity to sustain investigative journalism and weakens the press as a democratic pillar.”

Philosopher Raphaël Enthoven (Frantireur) underscored the importance of the press in fostering critical thinking and exposing audiences to diverse viewpoints. He warned against “uberisation” and self-censorship, stressing the need for robust journalism to safeguard collective freedoms. 

Nathalie Sonac (Sorbonne University) addressed the growing problem of “information deserts”—regions without access to local news—and their damaging effects on civic engagement. She called for regulatory measures, such as algorithmic transparency and public awareness campaigns, to combat these trends.

Christopher Baldelli (Public Sénat) contextualised these challenges within the framework of 'Les États Généraux de l’Information', a national initiative launched by President Emmanuel Macron. Its goals include “protecting free information from interference” and “ensuring sustainable funding for independent journalism and the production of documentaries.” Baldelli stressed the importance of collective action, advocating for stronger enforcement of neighbouring rights and fair taxation on GAFAM to rebalance the advertising ecosystem.

Finally, several speakers called for direct financial incentives to support local journalism. Proposals included tax credits for local advertisers, government subsidies for regional press, and collaborative initiatives to pool resources for investigative reporting. These efforts aim to ensure that the press, particularly at the local level, continues to play its essential role in informing the public and upholding democratic values.

Sustainability and Corporate Social Responsibility (CSR)

Sustainability, while critical, presents its own set of challenges. UDECAM’s CSR Commission has spearheaded initiatives to encourage eco-conscious practices in media planning.

“Our certification for responsible agencies includes commitments to sustainability, combating misinformation, and improving diversity and inclusion in campaigns,” Florens explained.

However, progress has been slow. “Many clients still view sustainability as overly complex to prioritise,” she admitted. “But by 2025, I’m optimistic that standardised sustainability metrics and regulatory frameworks will accelerate adoption.”

Florens also highlighted the need to look beyond carbon footprints. “Digital media frequently carries a greater environmental footprint than print, owing to its extensive supply chain,” she noted. Balancing environmental concerns with the press’s essential role in democracy requires a nuanced approach: “We cannot reject print solely for its environmental impact without considering the broader societal consequences. One day, a client said to me, ‘Oh, but the press isn’t good at all.’ I replied, ‘No, that’s not true. But if you dismiss the press, you’re also undermining democracy. So, what’s your choice?’”

The evolving role of media agencies

Florens emphasised the need for media agencies to develop packages that prioritise strong national press brands. Dedicated marketplaces should include these prominent titles.

“This requires a comprehensive process to establish a system that challenges existing platform investments, which we must present to advertisers,” she explained. A standout example is an agency’s structured approach to tracking the proportion of investments allocated to platforms versus traditional media markets, ensuring a more ethical stance in favour of national media outlets.

When asked about disintermediation, Florens dismissed concerns about the relevance of agencies: “Agencies serve as trusted advisers, offering benchmarking insights and expertise beyond the reach of individual brands.”

By working with diverse clients, agencies gain unique perspectives and the ability to anticipate trends that benefit advertisers. “UDECAM’s role is to ensure agencies continue to deliver that strategic value,” she added.

Artificial Intelligence started 10 years ago

Florens views artificial intelligence (AI) as both a challenge and an opportunity.  

“When we began programmatic buying in agencies, we were already using artificial intelligence. Programmatic has significantly optimised acquisition costs, achieving remarkable efficiency gains. In fact, we’ve been taking steps in this direction for the past 10 years.”

She added: “AI provides two primary advantages: increased productivity and enhanced campaign optimisation. It automates repetitive tasks, freeing up time for more strategic work, and enhances targeting precision for programmatic advertising.”

While platforms like Google leverage AI to optimise campaigns, Florens believes agencies will remain indispensable: “AI will create new roles, like prompt engineers, allowing agencies to focus on higher-value tasks. By 2025, I’m optimistic AI will strengthen agencies rather than replace them.”

Looking ahead

Promoting print advertising remains a challenge, largely due to a generational shift. Today’s media professionals often lack the personal connection to print that earlier generations had, creating barriers to understanding its value.

Magali offered a two-pronged solution: “First, we need education and training, especially for digital teams. It’s essential to show them how media brands and editorial contexts shape perceptions and enhance brand images. Second, while this generation may not read print, they are highly engaged and care deeply about purpose and meaning. We must connect them to the broader implications of their work.”

As our conversation concluded, Florens shared her optimism: “Media agencies are more vital than ever, serving a critical role in upholding democracy, advancing sustainability, and navigating technological change.”

For more PREDICTIONS 2025 select Ian Gibbs (JICMAIL/DMA), Stéphane Bodier (ACPM), Martin Twellmeyer (Optilyz) or Eef de Ridder (Ricoh Europe).